Disruptive Innovation in Retail Markets

There is a theory established by Clayton Christiansen that demonstrates how disruptive innovations not only enter markets but how they can topple or seriously wound incumbent businesses. Disrupters achieve this by creating new markets or by creating new low cost options targeted at consumer’s with low requirements.

Disruptive Innovation Framework

Christensen’ model of Disruptive Innovation taken from Seeing What’s Next (Click for full size version)

Importantly this affects UK retailers. Consider HMV who have been toppled by disruptive innovations from Netflix, Spotify and iTunes. Established retailers need to understand a) how to identify disruptive innovations before they hit top line sales and b) how to innovate before the competition.

My MBA dissertation will apply Christiansen’s work to UK retailers in the post-digital era. Firstly I will prove the model and identify how disruptive innovations have affected the market. Secondly I will attempt to identify through research what areas of disruptive innovation are opening up for retailers.

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My dissertation is now completed, you can download a full copy here:

Dissertation

Reading list:

David Sealey is a trusted adviser to senior executives on getting the most from their investment in digital and data. David created Storm81 as a place to share his passion for business, digital technologies, multichannel marketing and everything else around these topics.

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  • Besnik

    how can i view your full research? very interested in what you have to say. thanks

  • sealeyd

    Thanks for reaching out Besnik. I’ve completed the academic write up and do plan on working something up for the blog.

    I’ll notify you as soon as it’s ready!

    Kind regards

    David

  • Besnik

    Great, sounds good. any possibility i could read your academic up write up by any chance?

    Regards

    Besnik

  • sealeyd

    Hi Besnik

    You can get hold of the dissertation at the following link:

    http://www.thesealeys.co.uk/multichannel/key-findings-disruptive-innovation-retail-consumer-markets

    David

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